Ipsos Press Release - E-Commerce Landscape in 2026
The findings from the latest study from Ipsos on the E-commerce Landscape in 2026 reveals that:
• E-commerce becomes a go-to channel for everyday essentials
• TikTok’s steady climb challenges Shopee’s long-time lead
• Middle-aged Malaysians are TikTok Shop's fastest-growing buyers
• TikTok Shop closes the gap with Shopee – shifting from challenger to near-parity
Kuan Sawu Fang, Director, Ipsos Malaysia mentions:
Driven by the widespread expansion of internet access worldwide, online shopping has been experiencing a surge, with global retail e-commerce sales projected to hit $7.4 trillion in 2026, continuing its upward trend. Malaysia mirrors this: ICT and e-commerce contributed RM451.3 billion to GDP in 2024 (23.4%) - underscoring e-commerce's weight as a mainstream driver of national economic output rather than a fringe contributor.
In Malaysia, the e-commerce landscape is entering a new phase of maturity. Browsing activity has never been higher, with more Malaysians than ever exploring what's on offer online - yet purchasing has plateaued after last year’s strong growth, suggesting the market is not so much expanding as settling into habit. The stabilizing purchase volume, paired with rising spend on everyday essentials rather than discretionary categories, indicates the market is shifting from expanding its user base to deepening existing shoppers’ engagement through more routine purchases.
This maturity is also reshaping the competitive landscape between industry players, most visible in the tightening competition between Shopee and TikTok Shop. Shopee remains the market leader, but TikTok Shop is closing the gap on key factors such as promotions, product variety, and ease of use - moving from challenger to a credible competitor. Notably, this isn't youth-driven: TikTok Shop's fastest-growing buyers are Malaysians in their thirties and forties, signaling its transition from a social shopping novelty to mainstream adoption among the working-age Malaysians.
